The market universe is composed of two types of oceans: red oceans and blue oceans. Red oceans are all the industries in existence today; they are increasingly characterized by intense competition. Blue oceans are all the industries not in existence today; they are untouched and uncontested. To prosper in the future, companies need to go beyond competing; they need to create blue oceans. The issue is how to do so.

Kim, W. Chan, and Renée Mauborgne. "Blue ocean strategy: from theory to practice." California Management Review 47.3 (2005). p. 105